| Summary: | 碩士 === 義守大學 === 管理碩博士班 === 106 === In the era of diversified facial fabric markets, the urban bus system must constantly propose innovative services and train excellent and professional service personnel. Its ultimate goal is nothing more than to increase customer satisfaction, and thus to increase the use of buses in the Kaohsiung urban area. The operation of buses can be more convenient and the traffic volume can reach new heights.
This study takes the bus in Kaohsiung City as an example. Based on the changes in the urban bus service innovation and service quality, customer satisfaction and passenger perceived value change, the relationship between them is discussed. In this study, a questionnaire survey was conducted on passengers boarding a bus in Kaohsiung City. A random sample of the Internet questionnaires was used to conduct an empirical study. A total of 316 questionnaires were sent, and 283 valid questionnaires were returned. The recovery rate was 89%. The results show that: service innovation and service quality have a significant positive effect on customer satisfaction; service innovation and service quality have a significant positive impact on passenger perception value; passenger perception value has a significant positive effect on customer satisfaction; In the narrative statistical analysis, we found that service innovation, service quality, and satisfaction all have a high degree of recognition. However, the perception of passengers'' perceived value is not high, indicating that there is still room for improvement in the convenience and timeliness of buses in Kaohsiung City; Another analysis of demographic variation revealed that there was no significant difference in respondents'' gender in terms of service innovation, service quality, passenger perception value, and satisfaction. Respondents'' age was significantly different from service innovation. There is a significant difference in the degree of service quality and perception value of passengers. Respondents'' occupations have significant differences in service innovation, service quality, and passenger perception value.
In the future, bus operators in Kaohsiung City must constantly propose innovative services and take passenger demand as a consideration, continue to enhance the professional knowledge of service personnel and active care for passengers, and use service quality to promote and enhance interaction with passengers so that passengers can The recognition of buses in Kaohsiung has improved and passenger usage has increased.
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